← All Briefs BRW-116

BRW-116: Scripted Video — "Just Wear a Watch"

Joe's verbatim "wear a watch to bed" line over existing b-roll. The brand's clearest functional-benefit claim — sleep + recovery — sourced and unfabricated.

Metadata

Field	Value
Brief ID	BRW-116
Format	Scripted Video (b-roll + overlay)
Duration	32s + 15s
Product	Disarm Hazy IPA (the "after-work" SKU)
Persona	Hybrid Drinker / Health Conscious / Athlete
Angle	Sleep + recovery — verbatim Joe
Emotion	Recognition + Confidence
Awareness	Problem Aware
Funnel	Cold prospecting
Offer	Disarm 6-pack PDP

Copy — verbatim from podcast

Hook (0–4s, black frame)

"Just wear a watch to bed and you'll see."
— Joe, Go Brewing founder

Source: PODCAST 24:18 verbatim

Beat 2 (4–10s, b-roll: watch close-up)

"Your heart rate will increase 20% plus."

Source: PODCAST 24:18 verbatim

Beat 3 (10–18s)

"Even if you have two drinks,
you will see an impact on how your heart
dealt with that alcohol."

Source: PODCAST 33:33 verbatim

Beat 4 (18–24s)

"When you don't have it,
you can see the opposite effect."

Source: PODCAST 33:33 verbatim

Resolution (24–32s, Disarm can hold)

Disarm Hazy IPA
0.46% ABV. 95 calories.
Same craft. None of the ride home.

Source: SPEC verified + brand-voice guardrail-compliant tagline

Ad-Level Body Text

"Just wear a watch to bed and you'll see. Your heart rate will increase 20% plus. Even if you have two drinks, you will see an impact on how your heart dealt with that alcohol that you drank earlier in that night." — Joe, Go Brewing founder

Disarm Hazy IPA. 0.46% ABV. 95 calories. World Beer Cup Silver, 2025.
Free shipping on 4+ six-packs.

[All from PODCAST + SPEC]

Creative Direction — Existing Assets Only

Time	Source clip	Note
0–4s	Black frame	Typed reveal
4–10s	Stock smartwatch / fitness tracker close-up — OR `IG Video/IG Video Hyrox.mp4` slow-motion frame focusing on a wristwatch detail	"Wear a watch" beat
10–18s	Generic alcohol-pour b-roll: `MISC-generic brolls/Beer pour.mp4` re-graded cold + dim	Suggest the "before" cost
18–24s	`B-Roll/Joe and Wife [Mix]/` — quiet domestic frame, calm	"Opposite effect"
24–32s	Disarm can render from `Can photo renders unedited for PSD AI Lifestyle/` + `MISC-generic brolls/Beer opening.mp4` for a single can-crack moment	Static product hold

Audio: Source ambient. No music. Subtle heartbeat sound at the "20% plus" beat (low, almost subliminal).

Color grade: Watch-close-up cool/clinical. Alcohol pour cold/dim. Resolution rich saturated.

Typography:
- BN Kragen Bold all overlays
- Off-white on 40% black wash bottom third
- GO Red #FF0000 on "20% plus" (Beat 2) — health-warning visual cue
- Hop Green #4A7C2A on "opposite effect" (Beat 4) — recovery/positive cue
- Sunbeam Gold on "Hazy IPA" (resolution)

⚠️ Compliance:
- Joe's heart-rate claim is verbatim from the podcast — sourced. Not a clinical claim made by the brand; it's a paraphrased experience-claim from the founder, attributed.
- "Same craft. None of the ride home." — verify with marketing for compliance. If preferred, swap with proven-in-market closing line: "Craft beer for better tomorrows." (per BRAND signature phrases)